THE ROLE AND PLACE OF PHYSICAL CULTURE AND SPORTS IN THE SYSTEM OF HIGHER EDUCATION. THE ANALYSIS FROM THE STANDPOINT OF INSTITUTIONAL MARKETING

This article assesses of the role and place of physical culture and sports (PC&S) in the higher education based on the interdisciplinary analysis (from the standpoint of sociology, pedagogy, economics, management and marketing). The main issues on which experts of various branches of knowledge concentrate their attention in the study of problems of PC&S are identified. It is shown that currently the role of PC&S in higher education from the standpoint of the interdisciplinary analysis is not assessed enough and needs additional research. The categorical apparatus of the research is clarified and the author’s formulations of the concepts ‘‘institutional marketing’’ and ‘Institute of PC&S’’ in the system of public higher education as a category of the institutional marketing are presented. The presented formulations differ from the known definitions in that, firstly, the multilateral coordination of interests (state, business and population, or the state, business, society and educational institutions) in the process of ensuring the rules of the market is at the forefront. Secondly, the fact that, unlike the existing formulations, we are talking about marketing as a mechanism for coordinating interests and imply that market actors are interested in the presence of market restrictions in functioning of the institute of PC&S. The role and place of physical culture and sports in the system of higher education are currently underestimated, because, on the one hand, both the state and society understand and declare a good physical shape and human health, as well as training of specialists in the higher education system, as a significant benefit and value, and, on the other hand, the economic levers, mechanisms to stimulate the maintaining of physical shape and health in the process of human life in general and in the process of education at the University are not developed enough.

physical culture and sport, PC&S, system of higher education, higher education, universities, higher schools, interdisciplinary research, quality of life, physical culture and sports at the University, marketing, institutional marketing.

Astratova G. V., Kocher’ian M. A. The role and place of physical culture and sports in the system of higher education. The analysis from the standpoint of institutional marketing // Business. Education. Law. 2018. No. 4 (45). Pp. 18–31. DOI: 10.25683/VOLBI.2018.45.401.